Creating a pair of characters to represent identity, energy, and community.

Blue & Amber were created as part of a wider effort to develop a stronger, more recognisable identity for the Shrewsbury Town FC Foundation.

Initially set the task of reimagining the club’s existing mascots, Lenny the Lion and Penny the Lioness, I pitched the idea of introducing a new pair of characters that could sit alongside them, tailored specifically to the Foundation’s work.

The aim was to create something that felt distinct and purposeful, characters that could represent the foundation across its programmes, from match days and events to school sessions and community activity.

From the outset, the project was about more than just visual design. It was about building something that could connect with people across different settings and age groups, while still sitting naturally within the club’s wider identity.

The starting point was defining what these characters needed to be, but also why they needed to exist at all.

With existing mascots already established at club level, the opportunity was to create something more closely aligned with the foundation’s role within the community. This meant proposing a new direction, one that would complement, rather than replace, what was already in place.

From there, the focus shifted to how the characters should feel: friendly and engaging, active and athletic, adaptable across a range of uses.

Rather than leaning into purely cartoon-style mascots, the approach was to create characters with a stronger sense of form and movement. This helped position them in a way that felt more aligned with the foundation’s focus on sport and wellbeing, while still remaining accessible to younger audiences.

Blue and Amber have grown to become a recognisable part of the foundation’s identity, appearing across events, programmes, and wider communications.

Originally introduced to sit alongside the club’s existing mascots, Lenny the Lion and Penny the Lioness, the characters have since evolved into something more significant. Following the retirement of Lenny and Penny, Blue and Amber are now the club’s official mascots.

Their role has expanded beyond the foundation, becoming a consistent presence across match days, community activity, and wider club engagement. Brought to life by the performers behind the costumes, they provide a visual identity that feels energetic, approachable, and closely connected to the people the club and foundation work with.

What began as a considered addition to the foundation’s identity has grown into something with long-term presence, a set of characters that now represent the club as a whole.

Say hello to Blue and Amber when you visit Shrewsbury Town Football Club!